Most startup PR campaigns don’t fulfill their goals, and most companies who start PR campaigns end up disappointed. The reason most press releases don’t give good and tangible results is because of unrealistic expectations, lack of communication between the client and the company managing the PR campaign, and misconceptions between the two parties.
It is also important to build a good relationship with the individual/company running your PR campaign and see if both parties are on the same track. The correct story angle and proper coverage can be obtained only if there is an understanding between the two parties. You also need to know that you might not always get what you want and so you need to talk with the company and come up with a solid story angle.
There is also the matter of how to measure the results of a PR campaign. It might be in the form of sales, or more web traffic, or more visitors, likes or followers on social media pages. Before we go deeper into it, let’s get one thing out of the way, its digital press releases that work now and traditional PRs have become extremely rare, so we will be talking about digital PRs throughout this write-up.
A good PR campaign has Purpose, Detail, and is Professional. It is important that you look at your product from a buyer’s perspective and think about who would be interested (according to the age, race, gender, and profession) in buying your product and what makes your product appealing to such a customer. There are no rules for a good PR campaign but by setting realistic expectations, you will be able to make it go well. Just remember to be flexible about your requirements, you never know what may attract the customers and work to your benefit.
Realistic And Unrealistic Goals for Press Release Campaigns
Unrealistic Goal:Targeting A Very Diverse Market
For example, “To be published in US, Germany, and Spain” is unrealistic because it does not take into account the dynamics of each individual market. And there is little or no chance a press release will be able to generate interest or work at a very large scale.
Realistic Goal:Targeting A Limited Audience You Have Information About
Quality over quantity. There are more chances of improving your traffic if you target a limited market.
Unrealistic Goal:Expecting The Sales Of Your Product To Boost In All Markets
You cannot expect your product to generate an interest in any market through PRs, regardless of the market you are targeting. Press releases will only help attract people of a certain age, or of a certain profession that fits best with your product, and even then they do not translate into direct sales. They work wonders for brand awareness and lead generation though.
Realistic Goal:To Promote Product X Among Customers In Market Y
PRs can be very specific, and to build a good PR campaign you need to be specific about your requirements too.
Unrealistic Goal:Wanting Your Brand To Become Popular Over A Very Short Period Of Time
Even if you have thought about the audience and your market limitations, you still need to consider that it will take time for your business to reach certain popularity levels, or for your sales to increase by a certain percentage.
Realistic Goal:To Increase The Popularity Of A Certain Product In Market X From Time A To Time B
Press Releases aren’t repeated, and so they wear off from people’s memory. Unless you set certain time frames for when you need to increase customer interest before you order a press release, you won’t get what you want.
Unrealistic Goal:Expecting The PR Company To Do Its Research Properly And Promote Your Brand
If you want something to be particularly added in the press release, you should tell the company running your PR campaign about it. You know your business best and it’s not realistic to imagine someone else recognize and list all of your key features.
Realistic Goal:Expecting the PR to be based on the information you provided the PR company with
The PR company will assume you only want to talk about the information you have given them – and this can affect the quality and the content of your PR campaign. Just remember – if you want something to be included in particular; ask for it.
Wanting To Use The PR For A Crowd Funding Campaign
Crowdfunding is a very complicated process. And press releases aren’t the best tool for it. This is best done on Social media websites, not PR websites.
Realistic Goal:To Improve The Company’s Reputation In The Market (Both Online And Offline)
A PR is always positive – and this improves the company’s image and stands in the market.
Unrealistic Goal:To Increase The Traffic On Your Website By A Very Large Percentage, For Example, An Increase Of More Than 100%
While a published PR will increase your web traffic, it is unlikely (more like, impossible) that press releases will increase your traffic by more than double your current number, after a single order. However, back to back advertisement campaigns, provided they’re well thought of, can increase web traffic considerably.
Realistic Goal:To Increase The Number Of Clicks On The Links To Their Company’s Blog Or Website
It can totally be done with suitable methods of PR distribution.
Unrealistic Goal:Increase the Popularity Of A Website On Social Media Pages
A press release can lead its readers to your website or social media page, but it may not help you get more followers on social media.
Realistic Goal:To Get 500 - 900 Direct Or Indirect Mentions On Twitter
This won’t make you ‘viral’ but for a time, it will get your business some good attention because of the interest created by a press release.
Unrealistic Goal:To Generate Interest of A Product X Among People Of All Ages, Cultures And Nationalities
This is just asking too much.
Realistic Goal:To Increase The Sales Of A Product In The Market
When a PR informs potential customers about a product, the sales of the said product are likely to increase. The customers will always belong to a certain category since no product can satisfy everyone’s needs. And no PR will be able to promote such an idea.
Wanting Your Press Release to Include Detailed Information About The Product
Press releases can be detailed, but they aren’t articles or blogs. Only the main features can be included in PRs.
Unrealistic Goal:To Increase Your Customer Base in A Week
Getting customers takes a very long time and no PR can immediately increase your customers, or your sales.
Realistic Goal:To Improve Traffic Conversion And Translating That Traffic To 10–15 % More Sales
This is a good example of a realistic target.
Unrealistic Goal:Wanting Your Promotion to Last for A Long Time
Customers have a very weak memory. You can’t expect a single batch of press releases to give you many loyal customers in a very short time period.
Realistic Goal:To Highlight The Company’s Products On The Media So It Becomes More Prominent Than Its Competitors
Digital, social, or print media. The main purpose of a PR is to create a stir about something in the media. And a business needs all the attention it can get.
Unrealistic Goals:Expecting To Accomplish All Of The Above With A Single Press Release Order
You probably know now why this just isn’t possible.
For a successful PR campaign, you need to know if the results you hope to achieve are achievable. Other examples of realistic goals are:
To Increase The Ranking Of The Company’s Website On Search Engines. PRs use SEO and they can improve search engine rankings of a company.
To Increase The Visitors On Facebook, Twitter Or Google+. Visitors = yes. Followers = Not Sure. Know the difference.
To Increase Customer Feedback On Social Media Or The Company’s Website Or Blog. When a product is being talked about in the PR, it is likely it will be talked about on the internet, too.
Once you have the right idea, getting your desired (but realistic) results from a press release order will be smoother.
This September the Mail.ru Group presented new products for journalists and media. We selected the highlights from the talk of the Mail.Ru Group’s editorial director Sergey Paranko. He talked about how media measure the effect of publications; what is the “infoxication,” and how the users’ behaviour have changed recently.
One of the best ways of feel your way into what makes a great news release headline is to analyse existing headlines. Have a look at what is already out there and you will definitely get a sense of what works well and what doesn't.